A toolkit to help create more trustworthy advertising experiences
Whilst consumers are not against adverts, they don’t like how most advertising relies on data sharing with organisations they don’t know. This is a problem for publishers and advertisers.
IF have been looking at the opportunities for the future of online advertising, and we’ve just published a new toolkit that can be used by publishers and advertisers to build more trustworthy advertising experiences.
It helps them move to a future where both consumers and businesses have more control over advertising, and the data that underpins it.
And that’s a future that’s better for both consumers and businesses.
Today, no brand would do junk mail.
Today, no brand would do junk mail. No brand would stick mail through a million random houses, on a million random days. But the reality is we have replicated junk mail online, albeit with more data. It still feels like junk mail.
People see adverts that are intrusive and not relevant. They follow them around the internet. This is not just a nuisance. It can cause and exacerbate anxieties.
In a survey, by YouGov for Luminate, 70% of UK adults said that they have no, or not very much, control over how social media platforms use data in advertising.
Advertisers and publishers have lost control too
Just as people lack control in the advertising ecosystem, advertisers and publishers have lost control too.
They worry that the current behavioural advertising models that dominate the industry:
❌ don’t give them control over the customer experience
❌ don’t give them access to information about how effective advertising is
⚠️ risk leaking information about their business to competitors
⚠️ risk falling foul of the increasing regulation of digital services
The recent European Data Protection Board (EDPB) ruling that large platforms were failing to offer valid consent, and should offer a form of advertising involving the processing of less or no personal data, only increases these concerns.
A way forward that benefits both people and businesses
There is ongoing debate about new legislation to provide greater individual and collective control over data collection and its use in advertising, or for other purposes such as training AI models.
In the meantime existing legislation, like the “right to object”, intends to meet these issues on an individual level. Unfortunately in its current form it is not effective. It is either not present, a tick box, or buried in the settings.
Few people are aware of it, and those who find and use it discover that many in the industry do not respect it.
But our research and testing found that embedding the right to object into the user experience can:
- enhance the advertising experience
- allow users to exercise their rights when it matters, and
- benefit publishers and advertisers by building trust and intent to buy
Four moments and a toolkit to make it a reality
We’ve designed and tested four moments to bring this future to life, and created a toolkit to help publishers and advertisers make it a reality.
We hope that forward-looking marketing teams will see the opportunity to get ahead of these changes.
Designing the right to object into customer journeys deepens customer relationships. By doing so, you will create bigger customer lifetime value and take back control.
Find out more by reading our research and using the free toolkit.
And, as always, get in touch if you would like to discuss: hello@projectsbyif.com
